Bro has the personality of a turd and the charisma to match.

A good play might have been to buy it off Selig for a few million. But he's so fucking unlikable and put his foot in his mouth dozens of times at this point that the power users are unlikely to back down. Reddit will limp along and lose another 40%+ valuation over the next few months as spez plows through his community to try and squeeze as much money as he can from the corpse not realizing he's doing the opposite of what he needs to do.